The Facebook Pixel – What is it?


Tucked away inside websites across the internet, the Facebook Pixel calmly watches what we do online. Whether we’re reading up on politics or adding items to a shopping cart, it keeps tabs for future reference.

And by “future reference,” we mean “future advertising.”

So, what is the Facebook Pixel? The Facebook Pixel is code embedded into a website that links individuals’ onsite behaviour to Facebook user profiles. This sync between a website visitor and their Facebook account enables the social media platform to deliver ads based on actions that people take on other domains.

In Facebook’s own words, this code “is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website.”

While the Facebook Pixel is indeed used to “understand the actions people take” on websites, this definition is perhaps a bit incomplete. Because it uses this data to assign people to different target groups that will be engaged with ads later on.

No matter where the Facebook Pixel ends and Facebook advertising takes over, you get the idea. The Facebook Pixel essentially:

  • Lives inside of websites.
  • Tracks people’s actions while they’re there.
  • And gives advertisers the ability to target them on Facebook properties.

Why does your site need the Facebook pixel?

The Facebook pixel provides important information Clearly Digital can use to create better Facebook ads, and better target your ads. Facebook tracking pixel data helps ensure your ads are seen by the people who are most likely to take your desired action. This in turn allows you to improve your Facebook ad conversion rate and get better ROI. Even if you’re not using Facebook ads yet, Clearly Digital recommend installing the Facebook pixel now. The pixel will start collecting data right away for more understanding of your target audience.

Why is the Facebook pixel beneficial?

Here are just a few ways the pixel could help improve your Facebook marketing results.

  • Use Facebook conversion tracking

The Facebook pixel allows us to see how people interact with your website after viewing your Facebook ad. We can even track customers across their devices. This lets us see if people tend to see your ads on mobile but switch to a desktop before buying. Or, maybe it’s the other way around. This information can help us refine your ad strategy and calculate your return on investment.

  • Use Facebook retargeting

Facebook retargeting pixel data and dynamic ads allow us to show targeted ads to people who have already visited your site. For example, you can show people an ad for the exact product that they abandoned in a shopping cart or added to a wish-list on your website.

  • Create lookalike audiences

Facebook can use its targeting data to help us build a lookalike audience of people who have similar likes, interests, and demographics to people who are already interacting with your website. This can help expand your potential customer base.

  • Optimise Facebook ads for conversions

We can use Facebook tracking pixel data to optimise your Facebook ads for specific conversion events on your website. Without a pixel, the only conversion we can optimise for is link clicks. With the pixel, we can optimise for conversions that align more closely with business goals, like purchases and sign-ups.

  • Optimise Facebook ads for value

As Facebook collects data on who buys from your site and how much they spend, it can help optimise your ad audience based on value. That means it will automatically show your ads to the people who are most likely to make high-value purchases.

  • Gain access to more Facebook ad tools and metrics

We can use web conversion campaigns, create custom audiences from your website, or create dynamic ads, however we can only do so if we’ve installed the Facebook pixel. We need the pixel for your site to help us track metrics like cost per lead or cost per conversion.

If we’re being technical about it, the code or Facebook pixel doesn’t actually do any targeting. Instead, it is the foundation for us at Clearly Digital to do your targeting specific to your business. It’s up to us to tell Facebook how to target. Behind the scenes at Clearly Digital, we can create “Custom Audiences” with rules ranging from basic to super complex. For example, let’s say you sell fashion accessories, including sunglasses. The Facebook Pixel will know all the Facebook users who browsed your sunglasses, and when they did it. So, we could have a Custom Audience of people who visited “sunglasses” pages on your website in the last, 30 days for example.

In conclusion, the Facebook pixel allows us to monitor how successful your Facebook Ads actually were – giving us more accurate conversion statistics and create custom audiences based on site traffic to better your business’ marketing strategy. Stay ahead of your competitors and contact the marketing experts at Clearly Digital today. Let’s work together to better target your business’ audience!


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